1. Managing Brand Equity: Capitalizing on the Value of a Brand Name;Aaker,1991
2. Measuring brand equity across products and markets;Aaker;California Management Review,1996
3. AMA. (2021). 4 Ps of marketing. Retrieved from: https://www.ama.org/the-definition-of-marketing-what-is-marketing. Accessed August 3, 2021.
4. Productization of university services;Aapaoja;International Journal of Synergy and Research,2012
5. From a service-dominant logic to a good-dominant logic;Andreini;IMP Journal,2015